London Lite winning freesheet ABC battle

The new free London newspapers London Lite and thelondonpaper have both published strong circulations for September, with the Associated Newspapers title taking an early lead in the distribution battle.

London Lite's average circulation for September was 359,389 compared with thelondonpaper's 327,120, according to the Audit Bureau of Circulations figures.

The success of the free titles has hit sales of Associated's Evening Standard, whose circulation was down 11.7 per cent year on year to 289,254. However, the Standard's editor, Veronica Wadley, claimed that the title was holding on to its core audience.

Otherwise, the downward trend in national newspaper sales continued. The Guardian experienced its first year-on-year sales fall since launching in its Berliner format. The title lost 3.7 per cent of its sale, posting a circulation of 389,186. However, its sister title The Observer continued to climb, rising 4.5 per cent to 458,002, while The Sunday Times fell 3.7 per cent to 1,324,475.

The Daily Mail managed a 1.55 per cent sales rise to 2,410,641, while The Independent's sale also rose, by 1 per cent, to 265,051.